Jan Stephenson: The influencer who saved the LPGA

Jan Stephenson: The golf legend who saved the LPGA with charm and brutal talent

In the 1970s, when the LPGA Tour was struggling for survival and visibility, a woman emerged who would forever change the fate of women’s golf. Jan Stephenson, an Australian star with unmatched talent and a presence that ignited crowds, became the greatest “influencer” of her time — long before social media dominated the world. Today, at 74 years old, Stephenson remains an undeniable reference, not only for her impressive record, but for her courage in using her image to save the sport she loved.

With 16 victories on the LPGA Tour, including three majors, among them the 1983 US Women’s Open, Stephenson was not just an exceptional player — she was also an icon that the LPGA itself recognized as vital to its survival. “If I had had Instagram, Facebook, and everything else, I would have been an even bigger star and would have made a lot more money,” confessed the golf legend.

But not everything was easy. At that time, the LPGA was facing enormous financial difficulties and public attention was scarce. Nancy Lopez dominated the competitions with consecutive victories, but Stephenson had another trump card: her visual appeal. “I did everything to help the Tour because it was struggling to survive,” she revealed, highlighting that she had the endorsement of then-commissioner Ray Volpe to use her image as a promotional weapon.

The effort was immense and required sacrifices. “If I hadn’t done that, I probably would have won more tournaments,” admits Stephenson, who earned more money from exhibitions and promotional commitments than from tournament prizes themselves. “Back then, you didn’t make much money playing. Today, those who finish in second place make fortunes.”

Her work included finishing a tournament on Sunday and flying to New York that same night for meetings, dinners, and meetings with sponsors that secured vital contracts for the future of the LPGA. “The commissioner organized everything for me — dinners, meetings, golf with potential sponsors. We signed contracts for five to ten years. The LPGA was really in financial trouble.”

Stephenson recalls that she initially refused the role of “sex symbol” of the LPGA, wanting only to play golf, but the words of the executives were decisive: “They told me that there might not be golf if I didn’t help. That’s when I realized the importance of my role.”

The strategy worked. While Nancy Lopez attracted female fans and competition, Jan captured the attention of men, creating a balance that kept crowds at golf courses all day long. “We joked that the men came to see me and the women came to see Nancy,” she laughs.

In addition to her impact on the course, Stephenson also remembers iconic moments, such as her partnership with Fred Couples at the 1983 JC Penny Mixed Team Classic, when female competitors kept asking if he was as attractive in person as he was on television.

Today, with the rise of stars like Paige Spiranac, the dynamic has changed, but Jan Stephenson holds no grudges. “There are players who haven’t won any tournaments, but have made a career thanks to their image. I’m happy for them. Anything that brings attention to golf is good — that’s how it should be.”

Recently, Stephenson shone again off the course by participating in a charity tournament at LPGA International, which raised nearly $100,000 for the Air Warrior Courage Foundation, a cause close to her heart. Through her foundation, the Jan Stephenson Crossroads Foundation, based in Tampa, she continues to use golf as a tool to support military veterans.

Jan Stephenson is not just a golf legend; she is a living proof that talent, courage, and vision can transform a struggling sport into a global powerhouse. And while many look to social media as the new frontier, she remains the original example of how a woman can be a champion both on and off the course.

This article first appeared in Apito Final.